With Facebook implementing a new algorithm to bring it back to its original purpose—an interactive platform that allows you to share memorable life moments—nonprofits are now put in a position that requires them to work that much harder to be noticed amongst all the noise. Nonprofits have utilized Facebook as an outlet to tell and share stories to better reach their audience, however this new algorithm poses a challenge to be able to reach those individuals that would interact or benefit from their content. On the bright side, implementing appropriate strategies can help maintain and improve your content’s performance.
To get the most out of the current changes with Facebook’s algorithm and to better your chances of being seen by your audience, here are five steps that can help put your nonprofit in a good position to be visible to your social community:
1) Identify Important Content: In order to find success on any channel, you have to develop content that will do well within the parameters of that particular channel. This is where the latest algorithm can make this difficult; however prioritizing what you’re posting will make all the difference. Posting content that will connect with your audience on a more emotional level will help grow relationships with your followers.
2) Analytics are Your Friend: Don’t be afraid of Facebook’s update until you see how it effects the performance of your content. However, if you see your results slowly dropping, start comparing the results of other posts and ask yourself “why one post worked better than the other?” Be willing to question your work and make adjustments accordingly.
3) Design Shareable Content: This is no secret to anyone that the top-rated posts are those that are designed to be shared. Whether the post is a simple image or a clever video, shareable content continues to be proven the most effective type of content to share with your audience.
4) Ask Questions: To really know and understand your audience, ask them questions. Simply posting a question and encouraging them to answer below will increase the number of interactions that benefit your organization and in-turn relay positive feedback to Facebook’s algorithm.
5) Don’t Be Afraid to Try Something New: Every nonprofit has a different approach when it comes to figuring out how often they should post and what the response rate will be. The update to Facebook’s algorithm has the potential to be very impactful and is likely to have an effect on your current digital strategy. If you notice a change in your performance, try something new—you never know if that one change will make all the difference.